After decades of courting high-profile celebrity athletes, the U.S. subsidiary of German giant Adidas Group is going for brand awareness from “those who pursue a fuller life through fitness” according to Matt O’Toole, Reebok’s chief marketing officer.

In rolling out the design, which had previously been used only on Reebok’s Crossfit line, the company positioned the centuries-old symbol as representing change and transformation.

“The Reebok Delta has three distinct parts, each representing the changes – physical, mental and social – that occur when people push themselves beyond their perceived limits and embrace an active and challenging life,” according to a written statement. “It is our symbol of change – an invitation to take part, and to unlock your true potential. It’s not a logo, it’s a symbol … a way of life.”

The move comes after several years of mixed performance by Reebok, a Canton-based manufacturer. Though sales at Reebok have been sluggish in recent years, the brand is showing some signs of improvement, according to Ad Age, an industry publication. During the most recent quarter, sales increased 5 percent, and executives said the brand would grow for the full year.

Adidas Group’s other subsidiaries, Adidas, TaylorMade-Adidas Golf, Rockport and Reebok-CCM Hockey, have fared better than Reebok in recent years.

The new brand mark will first appear this month on footwear and apparel across all fitness disciplines supported by Reebok, including training, running, outdoor, yoga, dance and aerobics.

It is only the second major logo change in the brand’s 121-year history. From its founding in the United Kingdom in 1895 until 1986, the brand featured a Union Jack flag. In 1986, the switch to the vector logo took place.